Total Relationship Marketing

Total Relationship Marketing, now in its third edition, reaffirms its reputation as a cornerstone in the evolving fields of relationship marketing and CRM. Evert Gummesson combines sophisticated theory with accessible practice, offering readers an in-depth look at the shift from traditional marketing paradigms to a model where relationships, networks, and interaction are paramount. Through his refined model - the 30Rs - this edition challenges the conventional 4Ps framework and provides fresh insights into the intricate dynamics of customer engagement. In this updated edition, Gummesson integrates contemporary trends such as service-dominant logic, lean consumption, and the expanded role of the customer in value creation. The book also explores the growing significance of customer-to-customer interactions, many-to-many network marketing, and the balance needed among all stakeholders within a relationship network. With updated examples, case studies, and a pragmatic approach, Total Relationship Marketing stands as an indispensable resource for marketing practitioners and students alike.